Illustration: Harry Bhalerao for Businessweek
The Surprising Staying Power of the Holiday Card
Americans are in the process of sending a billion greeting cards this December. Here's how a throwback industry continues to survive the digital age — and stamp prices
Nothing says holidays in the US like ugly sweaters, fruitcakes, candy canes and—especially—Christmas cards. But despite years of warnings that the humble holiday card would be killed off by digital replacements, Americans still send 1.1 billion annually, according to the US Postal Service. It’s a tradition the greeting card industry says isn’t going to change.
December is one of the most important times of the year for the industry, with holiday cards representing about 20% of the 6.5 billion greeting cards Americans buy each year.